The first Muscle Milk-branded product hit shelves in 2000 with a slogan that clearly identified it for its target audience: “Builds Muscle like a Mother.” But Cytosport, Muscle Milk’s parent company, dropped that slogan after recognizing the potential for what had been a gym-centric product to grow out of tubs of powder into a ready-to-drink protein beverage with appeal for workout fanatics and little old ladies alike.
Emerging sports drink brands are dabbling in function. And protein.
Why we are expanding the scope of our magazine
Five industry veterans answer questions at the InnoBev conference
Are some products getting too crunchy?
What importers and distributors say about the merger
Diverse groups raising concerns over the category
AriZona, Red Bull, Starbucks and DPSG
New Beverage Spectrum: same great product in a new, bigger package
International regulation, artificial sweeteners and functional beverages
While the industry is going through tough times, it is still the place to be
Placing bets on beverage niches